This year is coming to an end and we are almost through the holiday season. Here are some holiday PPC optimization tips you can make in your account right now. Some of these tips will help you reduce wasteful spending and improve ROAS.


It was not too long ago that Google expanded their keyword close variant matching. Microsoft Ads has also expanded its close variant matching. The search engines did this to help you show up in more searches. This also affects However, by that very design, it is a good idea to review your search query report (SQRs) weekly or bi-monthly at the minimum. You can also create a shared negative list to that can be applied to all accounts in all engines. Do not forget to check your Brand search queries too. 

Tip: It is a good idea to look for keywords that frequently show up in phrases to identify the term that should be excluded. 


If you are only targeting the United States in your campaigns, you could be missing out on some quick ways to optimize by locations. Sometimes we forget to drill down into the locations and identify areas of opportunity to reduce wasteful spending. In one campaign, we can see Georgia, Pennsylvania, New Jersey and Virginia have lower conversions rates and higher cost-per-lead (CPL). Bidding on all states will allow you to apply negative modifiers to these locations to reduce spend in these areas. You can also apply positive modifiers to the top locations…

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